从肯德基的经营看速食业后行者的赛局策略

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1、從肯德基的經營看速食業後行者的賽局策略指導老師巫和懋教授指導老師江炯聰教授第2組吳美君王伯松張安佐張偉昌陳建宏蔡宏明蔡崇祺2006.1.8Agenda肯德基介紹及行銷策略分析賽局理論之應用：麥當勞的阻絕策略及肯德基的對應速食業動態賽局下的子賽局完美均衡與多次重複賽局後的合作解.其他廠商的競爭攻防策略禽流感的可能影響-檸檬車買賣的困境?影響肯德基未來發展的幾項因素不完全訊息下麥當勞的阻絕進入策略肯德基急起直追的最佳策略台灣肯德基歷史1985第一家肯德基在台開幕1986~95以統一為加盟商，九年內只開到29家1996~2000加盟轉由桑德

2、斯公司經營，五年內開至77家同時,百勝旗下直營店開至50家2001整合加盟和直營店，成立台灣百勝肯德基，共127家2005目前133家(含三家加盟店)台灣肯德基與麥當勞比較—開店數中國肯德基的成功自1987進入中國市場以來，至2005年總共開出了1,565家肯德基!!中國肯德基與麥當勞的比較總店數:肯德基麥當勞總店數:肯德基麥當勞台灣肯德基與麥當勞比較—品牌經營策略肯德基麥當勞品牌訴求Innovation/FunForeverYoung產品訴求炸雞/蛋塔/雞腿堡/雞肉捲/百司吉漢堡/薯條/蛋捲冰淇淋/早餐滿福堡/快樂兒童餐Slogan好

3、吃就在肯德基I’mLovin’it!我就喜歡FlatImproveKFCMcD’sKFCMcD’sFlatGRPKFCMcD’sKFCMcD’sImproveBrandStrength-AwarenessContinuousimprovementinbothTOMandAdawarenesswhileMcD’sdeclinesinTOMKFCMcD’s%%KFCMcD’sKFCMcD’sKFCingoodshape,narrowinggapfromMcD’s.BrandStrength-Usage這麼多的肯定與掌聲之餘，消費者卻對肯德

4、基有一個很大的抱怨~~~店數太少，很難找到!!StrongMomentumgoingforward:Winningmarketingcalendar+operationexecutionexcellence=midteensUCin2005StoreeconomicscanmeetCAhurdlemoreeasilyMore&morenewsiteopportunitiescomein.2005ImplicationsWearereadyforstoreexpansiononcewebuildDevelopmentteamcapabi

5、lity2006KFCOpportunitiesI.Competitorsarenotdoingwell:McDonalds’“I’mlovin’it!”campaign,NPDandlowpricepromotionarenotaffectingKFC’sstrategyandmomentumNootherstrongchickenQSRplayers.Nomorestrongmealpromotionfrom7-11andotherCVS.II.KFChasStrongCompetitiveUniquenesscreatedby:N

6、ewproductdevelopment&executioncapabilitiesClearBrandpositioning&insightdrivenTVcommercialHWWTculturedevelopsstrongteamspiritandownershipKFCisthemostaggressivebrandonbrandbuildinginQSRBrandVision:“RealFood,RealLife”VisionConsumerDesiresBrandOfferingTakegoodcareofone’sself

7、withqualityproductsRewardingAccessibleExploringfunBest-in-classfoodrange(Leadershipindifferentcategories,e.g.COB,ET)AffordableFun/CreativeLocalinsightRealFood,RealLife!WhycanonlyKFCprovide“RealFood,RealLife”toconsumers?SeveraluniquereasonsKFCdominatestheQSRchickenmarketa

8、ndconsumersfullyagreethatwearethebestandonlychoiceKFCisthemostaggressiveplayerinnewproductdevelopment–c